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THE FIRST RECOGNISED
PAN-EUROPEAN MARKETING
QUALIFICATION
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THE BEST MARKETING
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6. Omitting essentials
For your message to work, you need at least five elements. It must gain attention, usually by offering news of a benefit for the reader.
It must then get the reader interested, which is done by elaborating on the opening. Never gain attention with one promise and then start talking about something different.
But interest alone is not enough. People buy for emotional reasons. You must stimulate desire by enthusing about the benefits. You must paint word pictures; show how the prospects will get what they want - or avoid what they don’t.
People are sceptical, so you must next convince. Here many marketers are too lazy. You must use customer testimonials, test results, newspaper comment, statistics, examples... and clear, worthwhile guarantees.
But all that effort is wasted if you do not get action. You must ask firmly and repeatedly for a reply. A good example is this ending to a mailing, written 70 years ago.
Let nothing, absolutely nothing, interfere with immediate action. A change for the better justifies no delay. Don’t watch others make money which you can make. Be up and doing now. Some other time may be too late. Place your order and application this very minute. Take the action now which means more money next week, independence next year.
Remind them why they should act; restate the benefits; give a time after which they won’t get what you offer. You are also wise to offer an incentive. They always pay if appropriate.
These steps may not be in that order, but if you miss any one out you will certainly lose sales.
Deadly marketing sin #7
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